It isn’t enough to have a healthcare marketing strategy; you have to have one which is effective and gets new patients walking in your door.
Here are the three biggest mistakes often made in healthcare marketing strategy:
Mistake 1: Not speaking to your target audience
When you speak to everyone, you speak to no one. Your marketing content should be created with your specific audience in mind.
If you were a gerontologist, a blog post titled “3 Things Seniors Need to Consider to Live Healthier, Longer Lives” would resonate more with your target audience than “3 Ways You Can Live Healthier” because it’s specific to your target audience.
Here are a few questions to define your target audience:
- Who is your ideal client or customer?
- Why do they come to your office or choose to do business with you?
- Where do they hang out online?
Once you understand who they are, why they need your services, and where they hang out online, you can create a marketing strategy specific to your target audience.
Mistake 2: Ignoring search engine optimization (SEO)
While it’s great to create content for your target audience, you also have to make sure your content is SEO-friendly. SEO, or Search Engine optimization, is a series of practices which ensure your content is higher in the search rankings for targeted keywords.
Over 58% of potential patients Google medical procedures and treatments online before booking; make sure your practice comes up in those Google searches by integrating best SEO practices into your marketing strategy.
Mistake 3: Forgetting to follow-up
Marketing isn’t a one-and-done experience; it is an ongoing conversation with potential patients which can be more effective with a follow-up strategy. While following up could mean a traditional email or phone call, it could also mean creating multiple points of contact with you online. For example, if someone finds you on Facebook, you might ensure they have an easy path to your website or a call to action to follow on Facebook so you can keep in touch.
Email marketing, social media content, and a routine blog users check again and again are three ways to create a follow-up and stay at the top of mind of potential patients without the time and effort of calling each potential patient individually. These tactics can also help you stay in touch with potential clients who aren’t currently on your radar but are following your online presence and waiting for the perfect time to book or refer you to a friend.
Thinking you might be making one of these mistakes in your marketing strategy or want to see if you are? Reach out to Fogg Media to see if we can help find solutions.
Fogg media offers a starter package for healthcare professionals looking for a well-rounded marketing strategy. This program includes:
- Mobile-Friendly WordPress Website, designed for Healthcare Practices
- Website migration
- Online Reputation Clean-up of Social Media Accounts and Google My Business Directory Listing
- Google Analytics Set-up
- 6 Custom Pages or Articles written for search (SEO)
- 5 Hours of creative services for logo design/clean up, rack card advertisements, etc.
- Access to Print and Promotional products at Wholesale costs
Fogg Media has been helping medical practices in the Carolinas and throughout the US to increase their visibility and drive patient conversions. If you’re struggling to get search visibility, or if your patients struggle to use your website, we’ve created a simple, straight-forward package deal that gives you exactly what you need to get started in the world of digital marketing. We offer targeted, optimized digital advertising services for healthcare, including Pay-Per-Click (PPC), Google Ads, Search Engine Advertising, and more. Simply put, we’ll handle the behind-the-scenes digital marketing so you can get back to medicine.